Firi funding, investors and company details

Firi is an emerging Cosmetic startup from [●], working in the space of AI-powered curated beauty commerce platform that reviews and qualifies products before selling them. Founded by Karishma Rathaur, Vivek Madani.

Company: MadRat Technologies Private Limited
Sector: Cosmetic
Location: [●]
Founders: Karishma Rathaur, Vivek Madani
Total funding raised: ₹28.7 Cr

Company overview

Firi is an Indian AI-powered curated beauty commerce platform that reviews and qualifies products before selling them — rather than listing the entire market catalogue. Its AI agents analyse Reddit threads, YouTube reviews, and ingredient lists to shortlist products, qualifying roughly one percent of all products evaluated. Its current portfolio spans skincare, haircare, and body care, with plans to expand into makeup and fragrance. The platform operates a quick commerce model through dark stores, enabling rapid delivery of curated beauty products. It has raised seed funding led by a prominent asset management firm, with participation from prominent consumer investors and operators, and plans to expand its dark store network and product category coverage with the fresh capital.

Funding rounds

Latest round (Seed): $ 3.00 Mn (₹28.70 Cr.), 2026-09-17. Investors: 360 ONE Asset, Better Capital, Kunal Shah (CRED)